C ONTENTS. Acknowledgments

Transcription

1 kincaidtoc.fm Page vii Friday, September 20, :25 PM C ONTENTS Preface Acknowledgments xxi xxvii Part 1 CRM: Is It Right for Your Company? 1 Chapter 1 Commerce in the 21st Century Understanding the Landscape The Internal Landscape The New (e)marketplace The Impact The Result Defining Customer Loyalty What Is a Customer? What Is Loyalty? Loyalty in the New Marketplace Loyalty and Operational Excellence Loyalty and Product Leadership Loyalty and Customer Intimacy Building and Managing Relationships in the New Marketplace 14 Questions for Reflection 15 vii

3 kincaidtoc.fm Page ix Friday, September 20, :25 PM ix The Channel and Other Partners Creating a New Role for Marketing 55 Questions for Reflection 56 Chapter 4 e-crm What s the Difference? Merging CRM and the Internet New Customer Expectations Why e-crm Is So Important Delivering CRM On and Off the Internet Information Process Technology People Recognizing Barriers to Internet Adoption 66 Questions For Reflection 68 Part 2 CRM: Planning It Right 69 Chapter 5 Understanding the Method Understanding the Formality of CRM Methodology Define Responsibilities Developing Your CRM Strategy Process Steps What You ll Get Transition: Launch Project Building a CRM Component Process Steps What You ll Get Transition: Integrate Capability Analyzing and Segmenting Customers Analyze Customers: Steps What You ll Get Transition: Select Target Segments Taking It to Your Customers The Process to Take It to Your Customers 84

11 kincaidtoc.fm Page xvii Friday, September 20, :25 PM xvii Source Data Quality Trust Planning Information Quality Detail the Future Quality State (Goal) Detail the Current Quality State (Baseline) Identify the Differences (What Needs to Change) Design the Data Quality Action Plan Execute the Action Plan Getting Information Quality Building In Quality Managing Quality for the Life of the Data Using Tools to Manage Data Measuring Data Quality Sources of Standardized Data Asking an Expert Owning Data Versus Responsibility for Data Who Owns the Data? Who Is Responsible for the Data? Customer Information Management 360 Questions for Reflection 362 Chapter 21 Designing Quality Systems for a Competitive Advantage Understanding System Quality? Identifying System Assets Getting Unbeatable Competitive Advantage Identifying System Quality Issues Determining Cost Of Ownership Using a System Quality Checklist Planning System Quality Getting System Quality Building in Quality Managing Quality for the Life of the System Understanding Why Web-Based Systems Are the Most Demanding Integrating Customer Experience across Channels 371

12 kincaidtoc.fm Page xviii Friday, September 20, :25 PM xviii Humanizing Your Web Site with Virtual Reality 372 Questions for Reflection 373 Chapter 22 Customer Privacy: Seize Your Opportunity Why Should You Care? What Is Privacy? What Do the Five Elements of Privacy Mean to You? Notice Choice Access and Accuracy Security Oversight Writing Your Online Statement Managing the Balance between Self-regulation and Legislation Getting Started Now 387 Questions for Reflection 388 Chapter 23 CRM: You Got It, Right? Knowing Your Company s CRM Goals Profit Customer Knowing What a Successful CRM Program Looks Like CRM Program Life Cycle CRM Components Knowing How You re Going to Get There There Is No Magic Use Strategic Vision and Take Small Steps Bridging Organizational Disconnects with Organizational Support and Communication Knowing What It Takes to Achieve Success Measure Everything Twice Keep It Simple When Have You Done Enough? Knowing How to Get Started The First Step The Ten Commandments of CRM So Where Will CRM Go from Here? 401

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